1

Course No. ABM-591 Course Title: Masters Seminar

Credit: 0+1=1

WINTER PROJECT REPORT ON

CONSUMERS BEHAVIOUR TOWARDS VENKYS FROZEN RAW CHICKEN

By Mr. ANKUR ANIL AJGAONKAR (Regn. No. 10/342)

Submitted to Project Guide Dr. B. N. Pawar Asstt. Professor & Course Co-ordinator MBA (Agri.) College of Agriculture, Pune - 5

MASTER OF BUSINESS ADMINISTRATION (AGRICULTURE) COLLEGE OF AGRICULTURE, PUNE- 411 005

(2011)

Dr. B. N. Pawar, Project Guide, Asstt. Professor and Course Coordinator, Master of Business Administration, (Agri.) College of Agriculture, Pune-5

CERTIFICATE
This is to certify that the Winter Project entitled Consumers Behaviour Towards Venkys Frozen Chicken submitted to the College of Agriculture, Pune in partial fulfilment of the course ABM 591 (Masters seminar/ Winter Project) for the degree of MASTER OF BUSINESS

ADMINISTRATION (AGRICULTURE) embodies the results of a piece of bonafide work carried out by Mr. Ankur Anil Ajgaonkar (Regn. No.10/342) under my guidance and that no part of the winter project work has been submitted for any other degree or diploma. The assistance and the help rendered during the training period have been duly acknowledged. The suggestions made by the Evaluation Committee are incorporated in this project draft.

Place: Pune. Date: / / 2011

(B.N. Pawar)

ACKNOWLEDGEMENT
The feeling of gratitude arises from the bottom of the heart. A small, but an important and timely help can prove to be a milestones in ones life. My experience throughout the completion of the project has been a very pleasant one and has enlightened me in various ways as a student and as a human being. The project is dedicated to all the people whom I met, talked, interviewed, worked and learnt something from them. On this occasion, I want to grab this opportunity to acknowledge my sincere thanks to all of them while submitting this report. To start with, I would like to thank my Project Guide Dr. B. N. Pawar Asstt. Professor and Course Coordinator of Master of Business Administration (Agriculture) Pune, whose help and guidance has been of immense value throughout the completion of this project. I sincerely thank to the members of Evaluation Committee viz. Prof. N. K. Kale Asstt. Professor of Agril. Economics, College of Agriculture Pune, Prof. P. N. Shendage, Asso. Professor Agril.Economics, Dr. M. N. Waghmare Asstt. Professor of Agril. Economics, College of Agriculture Pune. for their valuable suggestions and guidance during the course of project work It is my pleasure to express my deep gratitude towards Dr. B. R. Ulmek Associate Dean, College of Agriculture Pune Last but not the least; I would like to thank my peers, colleagues, friends and all those who have helped me in bringing out my best to make this project a success. From bottom of my heart, I once again take an opportunity to thank all those who might have indirectly helped me during my project work and without whom this piece of work would not have been possible, but remained to be acknowledged.

Place: Pune Date: / / 2011 Ankur Anil Ajgaonkar

TABLE OF CONTENTS
Sr.no.
Acknowledgement EXECUTIVE SUMMARY 1. INTRODUCTION 1.1 Meaning and Concept of Consumer Behaviour 1.2 Indian Scenario of Poultry Industry 1.3 Processing of Poultry Products 1.4 Importance of Study 1.5 Objectives of Study 1.6 Scope of Study 1.9 Limitation of Study 1.10 Presentation of Study Report 2. METHODOLOGY 2.1 Selection of Study Area 2.2 Selection of Sample 2.3 Data Collection and Data Requirement 2.4 Analysis of Data 3. RESULTS AND DISCUSSION 3.1 Profile of Venkys 3.2 Profile of Sample Respondents 3.3 Brand Awareness for Venkys Frozen Chicken 3.4 Consumers Perception towards Venkeys Frozen Chicken 3.5 Major Competitors for Venkys in Frozen Chicken Segment 3.6 Findings 3.11 Conclusions 3.12 Suggestions 33 38 39 40 23

Title
Certificate of Project Guide

Page
II III IV- VII 1-6 1 2 4 4 5 5 6 6 7-8 7 7 7 8 9-40 9 12 15

Sr.no. Title
REFERENCES APPENDIX- I

Page

i ii - iv

LIST OF TABLES
Sr.no.
1 2 3 4

Table No.
1.1 1.2 3.1 3.2

Title of the table

Scores for different parameters. Score card for cost and availability attributes Demographic classification of sample respondents Factors influencing consumers perception towards frozen chicken

Page
8 8 13 25

5 6 7 8 9 10 11 12 13 14

3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12

Rating for quality attribute for Venkys Rating for taste attribute for Venkys Rating for cost attribute for Venkys Rating for packaging attribute for Venkys Rating for availability attribute for Venkys Income level over importance for quality factor Calculation for Cal X2 value Level of satisfaction over consumers loyalty Calculation for Cal X2 value Price comparison amongst different brands

26 26 27 27 28 30 31 32 33 38

LIST OF CHART/MAPS
Sr.no.
1

Chart/Map No.
1.1

Title of the Figure

Poultry meat production in India Share of different meats in total meat production of India Income level of sample respondents Awareness about Venkys frozen products Brand preference by respondents Years of purchasing Venkys frozen chicken Level of satisfaction for Venkys Source of product promotion for Venkys Frequency of purchasing one kg chicken pack Frequency of purchasing half kg chicken pack Frequency of purchasing boneless chicken pack Frequency of purchasing leg piece pack Frequency of purchasing chicken wings pack Reasons for purchase of frozen raw chicken Consumer loyalty for Venkys Brand suggestion

Page
2

1.2

3 4 5 6 7 8 9 10 11 12 13 14 15 16

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14

14 15 16 17 17 18 19 20 21 22 23 24 29 29

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY CONSUMERS BEHAVIOUR TOWARDS VENKYS FROZEN RAW CHICKEN BY MR. ANKUR ANIL AJGAONKAR (Regd. No. 10/342) A candidate for the degree Of MASTER OF BUSINESS ADMINISTRATION (AGRICULTURE) COLLEGE OF AGRICULTURE, PUNE-5 2011

Importance of study
India has attained new heights in the poultry industry as India ranks 5th in egg production and 9th in meat production. The awareness about consumption of eggs and meat is increasing over the period. The household poultry raring has turned into commercial poultry industry and processing of the produce is in the boom. Many small and large firms has established in the country. The consumers now have been purchasing processed raw frozen chicken instead of buying live chicken from shops. The fast moving lifestyle and working culture have made a major impact on the increasing demand for frozen packed chicken. The consumer analysis help to understand the consumers behaviour, way of thinking and decision making processes which helps in deciding the strategies for promotion and product improvement. Venkys frozen chicken products are being recognized for its superior quality and taste over the years. It is necessary to study the factors influencing the purchase decision of frozen chicken products. The brand awareness was needed to be study to understand the present status of the Venkys. With this intension the study was undertaken for the research purpose.

Objectives
1. To study the brand awareness of Venkys frozen chicken. 2. To study consumers perception towards Venkys frozen chicken. 3. To study the major competitors for Venkys in frozen chicken.

Methodology
In all, 50 sample respondents from Pune city were selected by convenience sampling method. The survey method was used for collecting primary data. The secondary data were obtained from various sources such as internet, magazine, research paper etc.

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The data were analysed with the help of simple statistical techniques like percentage and averages and represented with the help of tables and charts. Chi square analysis techniques was incorporated.

Findings of Study
1 Of the 50 sample consumers, 58 per cent were male and about 62 per cent were in service. 2 Out of 50 respondents, majority i.e. 30 preferred Venkys followed by Real good (11) and Baramati Agro (9). 3 In the studied sample awareness for Venkys were good (88%) and about 50 per cent of them were using the brand for more than 2 years. 4 About 46 per cent of the consumers were very satisfied with the Venkys followed by 30 per cent for satisfaction while 16 percent were unhappy with the brand. 5 Mouth publicity by relatives and Friends were found to be most influencing media of information for Venkys followed by Advertisements and malls display. 6 Quality was given the first preference followed by Hygiene and taste by the consumers while purchasing raw chicken. 7 Frequency of purchasing one Kg pre cut packs was on weekly basis while half kg pack, Leg piece packs were tend to be purchased over fortnight period. 8 Boneless pack and Chicken wings and other products were purchased once in a month. 9 Consumers of Venkys found that Quality, Taste and Packaging of Venkys were excellent while Cost was medium as compared to the other brands and availability was ranked as frequently available. 10 About 40 per cent of the consumers were found to be loyal as they were ready to postpone their purchase in case of unavailability while 33 per cent were brand switchers. 11 Of the 30 customers of Venkys 14 would definitely recommend the brand to their relatives while 6 were doubtful. 12 Chi square analysis revealed that Income level has no significance over quality preferred while purchasing raw chicken. The satisfaction level affects the consumers loyalty towards brands.

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The unavailability of Venkys followed by higher price is the main reason for preferring other brands by the consumers.

14 Real Good and Baramati Agro are the major competitors for Venkys in frozen chicken segment. 15 Price of Venkys frozen chicken products were found to be somewhat higher than other brands.

Conclusions
1 Venkys products were mostly preferred by consumers engaged in service and demanding quality produce. The major reason is the shortage of time and increasing trend of consuming hygienically processed foods by the people. 2 3 Consumers satisfaction level for Venkys was good because of its quality and taste. One Kg pre cut chicken were frequently purchased by the consumers followed by boneless pack and leg piece pack. Other products are consumed once in a month as they are used in special dishes only. 4 Loyalty amongst consumers for Venkys was found to be good but dissatisfied consumers switch the brands due to unavailability of the products. 5 While purchasing the product especially in frozen chicken the consumers gives more preference to quality, hygiene than other attributes. 6 Venkys products were appraised for their quality, taste and packaging. Some of the customers also point out the unavailability of the products which is a matter of concern from organizations point of view. 7 Real good is the major competitor as they have entered in processed chicken segment also. Baramati agro and other brands are also having a good share in the processed chicken segment. 8 Prices of Venkys were slightly higher than the other brands due to its high standards of quality and brand name.

Suggestions
1. Venkys should target working class consumers as they are the major customers for frozen packed chicken segment. 2. There should be synergy between price and quality supplied as other brands have low prices. The company can introduce new packages which can satisfy the needs of small family. The price can be kept in accordance to package sizes.

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3.

Venkys should concentrate more on quality, taste and hygiene as these attributes were influential in purchase decision. The compromise with quality and hygiene may hamper the companys market share. Venkys should focus on making their products available on time. The frequent unavailability may result into loss of valuable customers thus proper distribution of products mainly pre cut chicken packs should be done.

4.

Mr. Ankur Anil Ajgaonkar

Pages: 40

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INTRODUCTION

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1. INTRODUCTION
India, the worlds second largest developing economy, now has a large and rapidly expanding poultry sector. This expansion in India is being driven by rising incomes and a shift in industry structure towards integrated ownership and coordination of the input, production, and marketing operations involved in poultry production (Vertical Integration).The decade of nineties was to witness the advent of processing. The production and processing eggs and poultry meat into convenient foods such as fast foods, ready-to-eat, snacks etc. were introduced giving consumers the benefit of convenience and hygiene. Forming the habit of consuming hygienic, competitively priced processed foods will lead to consumers going away from unorganized sector.

1.1

Meaning and Concept of Consumer behaviour:

Consumer behaviour is the study of when, why, how, and where people do or do

not buy a product. It deals with psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-toone marketing. Social functions can be categorized into social choice and welfare functions.

1.2

Indian Scenario of Poultry Industry

It is believed that the Indian Poultry Industry is 5,000 years old, since last 4

decades it began to witness remarkable growth from backyard to poultry industry. The organised sector of poultry industry is contributing nearly 70% of the total output and the rest 30% in the unorganized sector. The broiler industry is well dominated in southern

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states in our country with nearly 60-70% total output coming from these states. The layer industry once again is represented more in southern states especially, Andhra Pradesh, Tamil Nadu and Maharashtra producing nearly 70% of the country's egg production. India's 75% of egg produce is consumed by the 25% population living in urban and semiurban areas. Presently about 800 hatcheries are operating in the country. About 3 million farmers and 15 million agrarian farmers are employed in the poultry industry that grow poultry ingredients for feed and contribute about Rs 26,000 crore to the national income. India is the fifth largest producer of egg and ninth largest producer of poultry meat. India was positioned 17th in the world poultry production. The Indian poultry production is considered to be the cheapest in the world. (Ministry of Poultry, GOI). The Chart 1.1 shows the poultry meat production in India from 2004 to 2009. The production has shown a positive growth over the years. Chart 1.1 Poulty meat production in India 700000 600000 500000 400000
Production in tonnes

300000 200000 100000 0 2004 2005 2006 2007 2008 2009

(Source: FAO stat 2009) India has emerged as the only country in the developing world a self-reliant, technology driven industry, with capability to produce every essential input for successful poultry farming including indigenous genetic resource and breeding, world class poultry vaccines and medicines, specific pathogen free eggs (SPF), farms and hatchery automation systems, pelleted feed, egg processing, poultry processing, nationwide network of disease

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diagnostic laboratories and facilities for entrepreneurial development and training in both private and public sectors. Chart 1.2 Share of different meats in total Meat production of India, 2009 Sheep Meat 6% Pig Meat 11% Goat meat 11% Duck Meat 1% Chicken Meat 16% Cattel Meat 21%

Buffalo Meat 34%

(Source: FAO stat 2009) It shows that poultry meat is having 16 per cent share in Indias total meat production. It is a sizable share in comparison with the other meats. India produces 3.6% of global egg production, i.e., 61 million tones. The annual growth rate of egg is 5 to 8%. India has the lowest cost of egg production in the world at 2.55 US cents per egg. The introduction of new poultry products and perceptible shift in eating habits are moving people to branded food such as chicken yummiez, cold cuts, breaded and coated snacks, marinated snacks, chicken nuggets, canned chicken curry, freeze dried chicken pulao, meat soup, powder omlette and scrambled egg mixtures, sandwich, pizza, burger and dial-achicken and fast food joints, Kentucky Fried Chicken (KFC), McDonald's, Wimpy, Pizza Hut all these are going to change the palatability of the chicken consumer. Indian poultry industry has been growing at annual varying rates of 8-15% and this growth in the past few decades. India produces 1,400 million chickens a year, which is close to 27 million a week,

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of which 95% is traded alive. At present the industry is estimated at over Rs 60,000 crore and has a bright future in the upcoming years. The major players in broiler and processed chicken industries are as below.

Venkateswara Group, Pune Suguna Poultry Farms Ltd, Coimbatore Pioneer Poultry Group, Coimbatore Godrej Agrovet Ltd, Mumbai Sky Lark group, North India Jafa com feed

1.3 Processing of Poultry Products.

The Indian poultry processing industry is on a boom in the recent years as the consumption of processed products is increasing over the period. Many industries have been setup in India dealing in manufacturing FMCG products from raw chicken. The raw chicken processed in two different categories viz, 1. Processed Chicken: This includes products like whole packed chicken; pre cut chicken and different packed pieces of raw frozen chicken. They are the single stage processed products, packed and marketed in aseptic conditions at a temperature range of 1 to 4o C 2. Chicken in minutes of Further processed chicken: This category of processed chicken products includes the ready to eat products which falls in the snacks category which are needed to be fried or cooked before consumption. This includes products like chicken nuggets, samosa, patties, tikkis and more.

1.4

Importance of Study
In today's competitive world where cut-throat competition exists, every

organization is dealing in knowing their position, their strength, weakness, opportunity and threats; so it is very essential to know to target the potential market capture the market share and develop new improved marketing strategies to compete in the new era of marketing. Today, with modern changes in tastes, fashions technology and higher standard of living, changing customer's needs and preferences, wants and desires and their high

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expectations for new and improved products have enforced the companies to bring new, modern and superior products in the market. For this, every company must focus of designing and developing the products what the consumers wants. Market survey is one of the most widely used Marketing Research Techniques for this purpose. The project holds great interest for us as consumer, as students and as marketers. As consumer we benefits from insight into our own consumption related decision "what should buy and how should buy and when should buy. As students, it is important for us to understand the internal and external influences that impel individuals to act in certain buying decision. Consumer behaviour is the study of how people behave when obtaining, using, and disposing of products and services. Organizations who neglect these issues often end up with losing their market share as their products do not comply with the customers needs. It is need of todays competitive market to understand these factors and analyze the competitors in order to sustain in market. Hence, a study entitled Consumers Behaviour Towards Venkys Frozen Raw Chicken was undertaken with the following specific objectives.

1.5 Objectives of Study

1. To study the brand awareness of Venkys frozen chicken. 2. To study consumers perception towards Venkys frozen chicken. 3. To study the major competitors for Venkys in frozen chicken.

1.6 Scope of Study

There is a vast scope for studying and analyzing the consumers behaviour in relation to the processed food products. In the study of consumer behaviour focus is given on identifying the behaviour of todays consumers of Venkys and non users as well as identifying the importance of different factors in raw frozen chicken purchasing. The study will act as a window which will throw light on the Brand awareness helps to analyze the brand position in the market and finding the potential areas which are needed to be focused on in order to capture larger market share. Customers loyalty toward other brand will help company to know potential customer what are their needs, expectation etc. Non-loyal customer of other company can be attracted toward our products. The results from the study will help to focus on the parameters which are needed to be overcome in order to strengthen the brands. It will help to analyze the different attributes which consumers give preference in decision making processes.

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1.7

Limitations of Study
In this empirical study, there are some limitations. The study area was restricted to

Pune region with a limited sample size. The primary data collection was done by the survey method, which did have some limitations for getting most reliable information. The data were mainly based on the consumers perception and thus it may vary with the others. Thus, results from the study are not applicable at every part of the country but represents the regions with similar scenario.

1.8

Presentation of Study Report

Presentation of the project work is done in three main chapters. The first

introductory chapter illustrates the concept and deals with the concept of consumer behaviour, Indian scenario of poultry industry, scope and importance with the objectives behind the study. Chapter second deals with the methodology and outline of the project under the aspects of sample design and data collection techniques. The detail discussion in concern with the objectives is given in third chapter of this report. The brand awareness amongst the consumers, their perception for the Venkys products and the competitors study along with the findings and suggestions of the study are an integral part of this chapter.

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RESEARCH METHODOLOGY

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2. METHODOLOGY
In any research project the selection of most effective methodology for the data collection and its further analysis plays an important role. The information collected and its interpretation should be done in a systematic and scientific manner, in accordance with the research objectives. The research methodology adopted in this study is illustrated below.

2.1

Selection of Study Area

The study area was purposively selected as Pune city for the research purpose. The

study was conducted in the outlets of Delight which is exclusive shop for non vegetarian packed foods and the in selected malls. The shops were located in the area like Pashan, Baner, Bawdhan, Kothrud and Swargate.

2.2

Selection of Sample
The 50 samples were exposed for the study purpose, which are the consumers of

frozen packed chicken products. The samples selection was done by convenience sampling technique.

2.3

Data Collection and Data Requirement

The present research project was based on the primary as well as secondary data

collected through various sources. The data were collected in accordance to brand awareness and consumers perceptions towards the frozen packed chicken products with special reference to Venkys products. The details about the data collection are given below.

I)

Primary data
The primary data were collected by conducting personal interviews of the

selected sample consumers. The comprehensive questionnaire was specially designed for this purpose [Appendix - I].

II)

Secondary Data
The secondary data, relating with competitors and other database was

collected by using various available resources. . These sources are as below. Internet sources. Books and Newspaper articles.

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2.4

Analysis of Data
Data were analyzed in accordance with the specific points laid down at the time of

preparing research plan and interpreted using percentage, tabulations, pie charts and graphs, etc. The data analysis was done using the SPSS software. The chi square analysis was done in order to find out the relationship between the factors under study. Chi square Test: Formula =

(O-E)2 E

Where, O = Observed Frequency E = Expected Frequency Degree of freedom was calculated = d(f) = (r-1) (c-1) Where, r = row number c = column number Table 2.1 Score given for different parameters Ratings for different attributes of Venkys frozen chicken products by the consumers Attributes Quality Taste Packaging Parameters Excellent Good Average Poor Score 4 3 2 1

Table 2.2 Score given for the different parameters like cost and availability Ratings for different attributes of the consumers Parameters Always Available Attributes Availability Frequently Available Frequently unavailable Not available Expensive Cost Medium Low Score 4 3 2 1 3 2 1

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RESULTS AND DISCUSSION

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3.
3.1

RESULTS AND DISCUSSION

Profile of Venkys India Pvt. Ltd.

Venky's (India) Limited is a subsidiary of V H Group, an Indian company that

specialises in chicken meat processing, and pharmaceutical products for both poultry and human usage. Founded at Pune in Maharashtra as Venkateshwara Hatcheries Private Limited. In 1971 by the Rao family, it mainly produced day-old layer and broiler chicks for the poultry markets of South India. Today the diversified VH Group is a Rs. 5000 crore conglomerate and a large Asian poultry company. The group has diversified into 30 fields including: poultry, processed food, animal vaccines, pharma and healthcare products. Forbes ranked Venky's as 67 among the 100 best global small companies in the year 1999-2000. In December 2010 the group launched Venky's Exprs, a ready to eat chicken outlet, in Pune, as part of the company's ambitious plans for expansion. Venkys (India) Limited formerly known as Western Hatcheries Limited was established in 1976, mainly to produce day-old layer and broiler chicks for the dense poultry markets of North India. Over the years, Venkys (India) Limited embarked upon new ventures in regular succession, adding tremendous value to the company, giving it an edge in technology and high returns on investment. The company has steadily grown to over 30 units spread across India. Today, Venkys impressive portfolio includes animal health products, pellet feeds, processed, and further processed chicken products, solvent oil extraction, and SPF Eggs. The companys Specific Pathogen Free Egg unit (in technical collaboration with SPAFAS Inc. USA) is among four such units in the world and the only one of its kind in the developing world. Diversifying from mainstream poultry products, Venkys (India) Limited has added to its credit, manufacturing facilities for nutritional health products for humans, and pet food and health care products. Venkys (India) Limited sells its processed and further processed chicken under the Venkys brand name. Venkys is the first national brand in the processed chicken segment and down the years, has become synonymous with nutrition, quality, and high standards in hygiene. It is a preferred supplier to the Indian outlets of McDonalds, KFC, Pizza Hut, and Dominos. The product range, catered to retail as well as institutional markets, includes Fresh Chilled Chicken, Frozen Chicken (Whole, Boneless and Portions), and several Economy products. Venkys Mintomein, an array of ready-to-cook products

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(freezer-to-fryer, microwaveable and cold cuts) has found wide appeal among homemakers. Product profile Whole chicken Full broiler chicken, with liver and gizzard pre packed inside. Cleaned and hygienically dressed without head and claws.

Pre cut chicken Venkys full broiler chicken, pre cut in 11 pieces for the convenience of the housewife. Easy to handle and saves time required for cutting.

Portion chicken Chicken breast Two halves of Venkys chicken breast, cut along the sternum and arm joint. Available in two piece packs. Superb for continental dishes, chicken steaks.

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Chicken legs Legs of Venkys broiler chicken, cleaned, cut at the hip joint. Available as two piece packs. Excellent for recipes requiring only legs like Tandoori Chicken, Tangadi kababs, Grilled chicken, Chicken Korma, etc.

Boneless chicken Venkys whole chicken completely deboned with skin removed. Available in 200 g and 500 g packs. A boon for all recipes requiring boneless chicken such as Chicken makhanwala, Chinese chicken dishes, excellent garnish for chicken soups or just plain chicken sandwiches.

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Economy Boti,Gizzards, Livers, Plain kheema, Soup pieces

3.2

Profile of Sample Respondents

The research study was conducted in and around Pune city in the various outlet of

frozen chicken and malls in the selected area. Before going for detailed study on various aspects as per the objectives, it is necessary to know the demographic profile of the selected consumers. In the profile of sample respondents, various indicators such age, educational level, source of income and income level etc. is illustrated in brief.

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3.2.1

Demographic classification of sample respondents Table 3.1 Demographic classification of sample respondents. Category No of respondents Percentage (%) A. Gender 1. Male 2. Female B. Age 1. Below 25 yrs 2. 26-40 yrs 3. 41-55 yrs 4. Above 55 yrs C. Education level 1. Up to H.S.C. 2. Graduation 3. Post Graduation 4. Professional D. Occupation 1. Service 2. Business 3. Housewife 4. Students 31 5 6 8 62 10 12 16 1 19 17 13 2 38 34 26 10 21 17 2 20 42 34 4 29 21 58 42 (N = 50)

a.

Gender: Gender of the consumers plays a vital role in their perception and buying behaviour

and hence it is necessary to study the gender factor. Persons areas of interest and opinion about any product depend on the gender of that person. The table shows that about 52 per cent of the respondents were male which a major percentage. b. Age: Age is the major influencing parameter for consumers preference for any products. The young age group is much more ready to try new products rather than the older age group which stick to their brand more.

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Hence from organizations point of view study of consumers age is necessary to understand their habits and way of presuming things or brands. The above table indicates that majority of the respondents were falling in the age group of 26 to 40 yrs (42 %) which is followed by 41 to 55 yrs age group which constitute about 34 per cent respondents. This indicates that majority of the respondents were falling in young and middle age groups. c. Education: Consumers educational level has a major role in his decision making process. The consumers preference for different attributes, awareness about the products and its features, its importance in diet greatly depends on the education he or she has taken. The Table 3.1 depicted that about 38 per cent of the respondents were having graduation while 34 per cent wee post graduated. This shows that the overall education level of the sample respondents were high. d. Occupation: Persons occupation is deciding the consumption pattern. The time constraint is now a major factor as lifestyle has changed to adjust in todays fast moving world. The study revealed that 62 per cent of the respondents were in service and 12 per cent were having their own business. About 12 per cent of women were house wife. e. Family annual income level:

Chart 3.1 Income levels of sample respondents

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The income level of the respondents helps to decide the purchasing power of the family. People having more income are having higher purchasing power and may go for high price quality products especially in case of essential commodities. From the Chart 3.1, about 26 per cent of the respondents were having annual income of more than four lakh rupees followed by one to two lakh (24%) and two to four lakh income group (22%).

3.3

Brand Awareness for Venkys Frozen Chicken.

The American marketing association defines a brand as a name, term, sign,

symbol, or design, or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. While brand awareness is costumers ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance. Brand awareness is nothing but the extent of knowledge about any particular brand in the mind of consumers. It is a marketing concept that enables marketers to quantify levels and trends in consumer knowledge and awareness of a brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers who know of the brand. 3.3.1 Awareness about Venkys frozen chicken

Chart 3.2 Awareness about Venkys frozen product

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Venkys is a famous brand in processed chicken products over many years which have resulted in a good awareness about the brand in the consumers mind. Out of 50 surveyed respondents about 88 per cent of them were aware about the product range in frozen chicken segment of Venkys. This shows that it has a good awareness in the consumers mind. 3.3.2 Brand preference in frozen chicken segment

Chart 3.3 Brand preferences by respondents The above chart shows that 30 of 50 consumers preferred Venkys i.e. 60 per cent prefer Venkys products. The large share indicates that consumers are well acquainted with the brand and trust it for consumption. It is followed by Real Good (22%) and Baramati agro by 18 per cent of consumers. 3.3.3 Years of purchasing Venkys frozen chicken products The brand awareness can be judge by the extent of period for which consumers prefer to purchase the products. The study was conducted in accordance to it which has resulted that 14 out of 30 consumers of Venkys were purchasing the products from more than two years followed by 9 consumers purchasing from a period of one to two years.

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Chart 3.4 Years of Purchasing Venkys frozen products. This resulted that consumers were quite aware about the brand and majority of them were the actual users of that over many years. 3.3.4 Level of Satisfaction for quality and availability of Venkys frozen chicken

Chart 3.5 Level of satisfaction for Venkys.

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In general, if costumer is satisfied with the product then he continues to purchase product of same brand name and if he is not satisfied with product he will change the brand of product. So it is important to find out the satisfaction level of costumers. The Chart 3.5, of the 30 sample consumers, 14 were very satisfied for its quality parameter while 9 were somewhat satisfied. Only 5 of them were dissatisfied over the product quality and availability. This indicates that about 76 per cent of people are satisfied over the brand. 3.3.5 Source of product promotion

Chart 3.6 Source of product promotion for Venkys. The source of information helps any brand to penetrate their product in consumers mind by creating its image. There are various sources of information for Venkys products also which were analyzed in the study and it depicted that about 13 of 30 consumers responded that mouth publicity or friends and relatives were the most influential media of promoting the Venkys products. It is followed by advertisement (23 %), Magazines and displays in malls (13 %). This indicates that more than the imaginary things depicted in advertisements and malls the people have tendency to believe opinion of those relatives and friends who are the actual users.

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3.3.6 Consumers preference for different Venkys products. Venkys offers a wide range of products in frozen chicken segment. The study was undertaken to understand the consumers preference towards these different products and their frequency for purchasing it. For study purpose the four major products were analyzed which are as follows. Pre cut chicken. Boneless Chicken. Chicken Leg piece. Chicken wings.

a. Pre cut chicken: It is available in two sizes i.e. one kg pack and half kg pack. The consumers study revealed that one kg pack is mostly preferred and purchased on a weekly basis while, half kg pack is purchased once in fortnight. The majority of people preferred Sunday for purchasing a one kg pack while half kg packs was in demand for weekdays.

Chart 3.7 Frequency of purchasing One kg pack

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From 30 consumers for Venkys one kg pre cut chicken pack 21 customers purchase it on weekly basis followed by 7 customers who purchase it once in a fortnight period. This shows that one kg pack is in demand by the consumers and supply should be managed in accordance to it.

Chart 3.8 Frequency of purchasing half kg pack The Chart 3.8 depicts that half kg pack of pre cut chicken of Venkys is purchased mostly on fortnight period as 18 of the 30 consumers were falling in this category. Only 9 of 30 consumers were purchasing half kg pack once in a week. The reason for this can be attributed to smaller family size. b. Boneless chicken: Boneless chicken pack is also made available in the market by Venkys. It is somewhat expensive and mainly used for the purpose of special dishes such as butter chicken and chicken curries as well as for kabab purpose. So it is generally purchased once in a month at a special occasion or on a family function. The chart 3.9 indicates that 16 of 30 consumers prefers to buy boneless chicken pack once a month while 37 per cent of the consumers purchase once in fortnight mainly

36

because of their liking for boneless chicken. They prefer to eat boneless chicken rather than normal chicken with bones.

Chart 3.9 Frequency of purchasing boneless chicken pack c. Chicken leg piece pack: This is also a costly product which is mainly used for the special dishes such as fried chicken. It is a favorite dish for the children and mainly consumed by them. It is very juicy and tender.

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In Chart 3.10, it is depicted that 14 of 30 consumers i.e. almost 47 per cent of the consumers prefers to buy chicken legs once in a fortnight. The Venkys pack contains 5 pieces in a pack. About 40 per cent of the consumers purchase it once in a month.

Chart 3.10 Frequency of purchasing leg piece pack d. Chicken wings. It is a new product introduced by Venkys giving a new delight for the chicken lovers. The product is not that much consumed regularly by the consumers but once in a month it is purchased by the sample consumers.

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Chart 3.11 Frequency of purchasing chicken wings pack The Chart 3.11 represents the frequency of consuming chicken wings pack where, 15 out of 30 i.e. 50 per cent of the consumer purchase it once a month followed by 12 customers who purchase it once in fortnight. This indicates that the product is not in much demand and consumed at a monthly interval.

3.4

Consumers Perception towards Venkys Frozen Chicken.

It is necessary to study the perception of the consumers towards any product to

better understand the factors that governs the purchasing behaviour. The organization has to focus on these aspects to promote their products in an efficient way in the market as well as in consumers mind. The company can overcome the lacunae which are perceived by the consumers about those products to have better performance for the product. 3.4.1 Reasons for purchasing frozen chicken It is necessary to study the reasons behind purchasing frozen packed chicken as in recent years the trend has been seen that people prefer to buy it instead of going towards the chicken shops where live chicken is sold. The following Chart 3.12 represents the reasons which can be attributed to purchase of frozen raw chicken by the consumers. The all 50 sample respondents were surveyed for this purpose in order to find out the reasons.

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Chart 3.12 Reasons attributed for purchase of raw frozen chicken The Chart 3.12 shows that the major reason behind purchasing frozen chicken pack is the time saving. Lifestyle of people has now been changed and people are having time constraints. The time required for purchasing chicken from shops is more and thus people are attracted towards frozen chicken packs. The next best reason is attributed as hygiene as people are now health conscious about their food habits and thus 17 of the 50 consumers prefer to purchase it because they are hygienic as it is packed aseptically with proper precautions. It is followed by affordability and taste. 3.4.2 Factors influencing consumers perception towards frozen raw chicken. In any consumer study, it is necessary to understand the various factors which the customers take into consideration while purchasing any brand. In case of food products it is very necessary to understand consumers psychology to promote their product in the market. The study was undertaken with this point of view and various factors were analyzed in order to know the preference of different attributes which they consider before making purchase decision. The factors like quality, taste, brand name, hygiene, cost and availability was taken under study to determine the most preferred factor. The score card method was used and consumers were told to rate the each factor according to their preference. Four categories were decided viz Very important, important, normal and least important and scores were assigned to each category.

40

Table 3.2. Factors influencing consumers perception towards frozen chicken (N= 50) Attribute Very Important (4) 136 120 72 132 84 68 Important (3) 30 33 33 36 63 63 Normal (2) 10 14 30 4 12 16 Least Important (1) 1 2 6 3 2 4 Total Rank

Quality Taste Brand Name Hygiene Cost Availability

177 169 141 175 161 151

1 3 6 2 4 5

Table 3.2 revealed that consumer gives more preference to quality factor amongst several others while purchasing frozen raw chicken. It got total 177 score followed by hygiene and taste for the products. Consumers are very cautious in case of food products and hence they give more preference to these factors which directly governs the selection of any brand from those who are having product range in the frozen chicken segment. Several consumers are cost cautious also which looks for cost factor in selecting their brand. 3.4.3 Attribute study for Venkys frozen chicken products. The consumers of Venkys products are exhausted for the study of attributes for Venkys products. The several attributes like quality, taste, cost, packaging, availability etc for Venkys were studied for this purpose. The consumers were given score cards for the different attributes in their questionnaire. 1. Quality The quality of the product is an important attribute as in case of food products it is very essential to maintain the quality as it is directly use for consumption purpose. The quality of Venkys products is well known as brand itself can be synonym with the word quality. Venkys is giving the consumers a quality product always. The process of preparation is very aseptic and carried out with high quality standards. This was also resulted from the score card for quality attribute. Table 3.3 informs about rating for quality of Venkys products.

41

Table 3.3 Rating for Quality attribute of Venkys Parameter Rating (X) Excellent Good Average Poor Total 4 3 2 1 Consumer Preference (f) 17 11 2 0 30 68 33 4 0 105 64.76 31.43 3.81 0.00 100 Fx

(N = 30) Percentage Rank

1 2 3 4

Consumers give excellent rank for the quality of the Venkys products as 64.76 per cent marks was secured by the excellent rating followed by good (31.43 %). This shows that Venkys products have excellent quality. 2. Taste In consumer food products, people prefer to buy those products only which meet their taste likings. Taste varies from person to person and hence it is difficult to have a common taste. So it is necessary to study this attribute in order to study the product taste perceived by the consumers. Table 3.4 Rating for Taste attribute of Venkys Parameter Rating (X) Excellent Good Average Poor Total 4 3 2 1 Consumer Preference (f) 11 14 3 2 30 44 42 6 2 94 46.81 44.68 6.38 2.13 100 1 2 3 4 Fx (N = 30) Percentage Rank

Table 3.4 shows that consumers have given 46.81 percentages to the excellent rating for taste of Venkys products followed by 44.68 percentage for good rating. This clarifies that consumers are satisfied over taste of Venkys products.

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3. Cost The cost of Venkys products is higher in the markets as compared to other brands. The reason can be attributed as its high standards of quality and hygiene. Cost is analyzed by following attribute study using different rating. The following table depicts the results obtained by using score card method. Table 3.5 Rating for cost attribute of Venkys Parameter Rating (X) Expensive Medium Affordable Total 3 2 1 Consumer Preference (f) 10 16 4 30 30 32 4 66 45.45 48.48 6.07 100 2 1 3 Fx (N = 30) Percentage Rank

Table 3.5 shows that consumers think that cost of Venkys products is medium as compared with its packaging given. About 48.48 percentage score was assigned to medium rating. While 10 of 30 consumers thinks that cost of product is expensive. 4. Packaging The packaging of food products helps to maintain its quality and hygiene. Venkys is having sealed packing for its products. Some of the products are even double packed with high quality polythene which is approved for use in food industry. Table 3.6 Rating for Packaging attribute of Venkys Parameter Rating (X) Excellent Good Average Poor Total 4 3 2 1 Consumer Preference (f) 15 11 3 1 30 60 33 6 1 100 60.00 33.00 6.00 1 100 1 2 3 4 Fx (N = 30) Percentage Rank

The consumers of Venkys have rated the packaging of its products as excellent as about 60 percentage is given to this rating which is followed by good rating. This shows that the packaging of the products is quite good and as per the expectation of consumers.

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5. Availability The consumers prefer certain brand because they are satisfied over its quality and taste. Hence availability of that product is very much important as consumers gets disappointed due to frequent unavailability of product. The following table shows the consumers rating for availability of products. Table 3.7 Rating for Availability attribute of Venkys Parameter Rating (X) Always available Frequently available Frequently unavailable Not available Total 4 3 2 1 Consumer Preference (f) 8 13 7 2 30 32 39 14 2 87 36.79 44.83 16.09 2.29 100 2 1 3 4 Fx (N = 30) Percentage Rank

The Table 3.7 shows that consumer thinks that the products of Venkys are frequently available in the market as 13 of 30 consumers have experienced it. This indicates that availability is not matching with the product demand. Consumers may not get their desired pack of product at the time of purchase. 3.4.4 Consumers loyalty towards Venkys products. The loyalty of consumers is an important parameter for any business organization to study their products position in the consumers mind. The various factors govern the loyalty of the customers such as satisfaction level, pricing of products, its availability and quality etc. In order to judge the consumers loyalty the study was undertaken based on their decision making in case of availability of the products of Venkys. They were asked their opinion in case of unavailability situation and their responses were categories into three parameters. The results were represented in the following chart 3.13 the study revealed that consumers were ready to search in another shop for their desired products in case of unavailability. Certain consumers were ready to wait for the day or so especially during weekdays but they were loyal to their brand i.e. Venkys only. This is because of excellent quality and taste given by products.

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Chart 3.13 Consumers loyalty for Venkys About 40 percent of the respondents were ready to postpone their purchase by a day or so while 33 per cent of the respondents were ready to search the same product in nearby shops. The remaining 27 per cent consumers are having tendency to switch over the brands in case of unavailability. 3.4.5 Brand suggestion to others The people have tendency to make the publicity of any brand to their friends and relatives. They always suggest the brands which they are using to others. People get influenced by such mouth publicity.

Brand Suggestion
14 12 10 8 6 4 2 0
Definitely Yes Probably yes

N = 30

May or may not be

Chart 3.14 Brand suggestions to relatives.

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This chart 3.13 indicates that 14 of 30 consumers were of opinion that they will suggest the product to their friends and relatives while 12 of them ready to suggest the product probably.

Chi square analysis: 1. Income level and importance of quality factor Alternate hypothesis: Income level signifies preference for quality factor while purchasing frozen packed chicken. Null hypothesis: Income level has no significance over preference for quality factor. Table 3.8 Income level over importance for quality factor Importance for Quality factor Income level of respondents Up to one lakh One to two lakh Two to four lakh Four lakh n above None Total Very Important 3 7 8 10 6 34 Important 1 3 1 2 3 10 Normal 1 2 1 1 0 5 Least Important 0 0 1 0 0 1 5 12 11 13 9 50 Total

Formulae: Cal. X2 = (O-E)2

E
E = RT * CT N Where RT = row total CT = Column total N = No of observations Degree of freedom: (r-1) (c-1) = (5-1) (4-1) d(f) = 12 Level of significance is 0.05 per cent

46

Calculation Table 3.9 Calculations for Cal X2 O 3 7 8 10 6 1 3 1 2 3 1 2 1 1 0 0 0 1 0 0 E 3.4 8.16 7.48 8.84 6.12 1 2.4 2.2 2.6 1.8 0.5 1.2 1.1 1.3 0.9 0.1 0.24 0.22 0.26 0.18 Total Cal X2 = 7.70 Tab X2 = 21.02 Interpretation: As Cal X2 is less than Tab X2 thus alternate hypothesis is rejected and null hypothesis is accepted. Thus it indicates that income level of consumer has no significance over the importance for quality factor while purchasing products. (O-E)2 0.16 1.35 0.27 1.35 0.01 0.00 0.36 1.44 0.36 1.44 0.25 0.64 0.01 0.09 0.81 0.01 0.06 0.61 0.07 0.03 (O-E)2/E 0.05 0.16 0.04 0.15 0.00 0.00 0.15 0.65 0.14 0.80 0.50 0.53 0.01 0.07 0.90 0.10 0.24 2.77 0.26 0.18 7.70

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2. Level of satisfaction and consumers loyalty Alternate hypothesis: Level of satisfaction signifies consumers loyalty for the product. Null hypothesis: Consumers satisfaction level has no influence over customers loyalty towards that brand or product. Table 3.10 Level of satisfaction over consumers loyalty Purchase Decision in case of Unavailability Level of satisfaction for Venkys Postpone purchase decision Very Satisfied Somewhat satisfied Somewhat dissatisfied Neither satisfied nor dissatisfied Total 9 2 1 0 12 Go in another shop for purchase 4 5 0 1 10 Switch over to other brands 1 2 4 1 8 14 9 5 2 30 Total

Formulae: Cal. X2 = (O-E)2

E
E = RT * CT N Where RT = row total CT = Column total N = No of observations Degree of freedom: (r-1) (c-1) = (4-1) (3-1) d(f) = 6 Level of significance is 0.05 per cent

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Table 3.11 Calculations for Cal X2 O 9 2 1 0 4 5 0 1 1 2 4 1 E 5.6 3.6 2 0.8 4.66 3 1.66 0.66 3.73 2.4 1.33 0.53 Total Cal X2 = 15.18 Tab X2 = 12.5 Interpretation: As Cal X2 is more than Tab X2 thus alternate hypothesis is accepted and null hypothesis is rejected. Thus it indicates that level of satisfaction signifies consumers loyalty for the brand. (O-E)2 11.56 2.56 1.00 0.64 0.44 4.00 2.76 0.12 7.45 0.16 7.13 0.22 (O-E)2/E 2.06 0.71 0.50 0.80 0.09 1.33 1.66 0.18 2.00 0.07 5.36 0.42 15.18

3.5

Major Competitors for Venkys in Frozen Chicken Segment.

Venkys is the first national brand in the frozen and processed chicken segment. In

recent years with due course of time many brands have entered into this segment by considering its potential. Thus it is necessary to understand the competitors and compare it with the Venkys. 3.5.1 Reasons for preferring other brands It is necessary to find out the reasons behind purchasing other brands than Venkys in order to find out the lacunae in the product. Theses might be the causes of customers dissatisfaction and need to be overcome quickly in order to maintain its market share in the market.

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Chart 3.15 Reasons for purchasing other brands. The Chart 3.15 shows that about 45 per cent of the consumers prefer other brand due to frequent unavailability of the products of Venkys. These can be relating with those unsatisfied customers who are not loyal to the brands and in case of unavailability the changeover to another brands. About 35 per cent of the respondents find that price of Venkys is higher and thus they prefer to buy the other brands as they may be cautious for money. 3.5.2 Real Good chicken brand by Godrej Agrovet Godrej Agrovet Limited (GAVL) is a diversified agribusiness company dedicated to improving the productivity of Indian farmers by innovating products and services that sustainably increase crop and livestock yields. With FY2009-10 sales of Rs 1576 crore, GAVL has interests in animal feed, oil palm plantations, agri-inputs and poultry. The Animal Feed business is Indias largest, producing over 730,000 tons annually of highquality feed and cutting-edge nutrition products for dairy cattle, poultry & aquaculture. GAVL has also entered Bangladesh through a JV with the ACI Group, where it is rapidly becoming a key player in animal feed and poultry breeding The Poultry business, best known for the Real Good Chicken and Yummiez brands, is now a JV with Tyson Foods and has 20% market share in processed poultry. Godrej Agrovet has 45 manufacturing facilities across India, a network of about 10,000 rural distributors/dealers, and over 1900 employees.

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About Real Good They focus on serving the growing demand for quality poultry in India with processed chicken, value added chicken products and to complement these, a very strong vegetarian range. The best sales and distribution network in the industry. This is the core strength and thus they promise to serve better to their customers. . Godrej Agrovet is the first company to market fresh chilled chicken in India. Food innovations are based on consumer insights combined with food manufacturing expertise to develop great tasting chicken and vegetarian products. They are having state-of-the-art, HACCP certified, processing plants in Bangalore & Mumbai. All processes are supervised by trained food technologists. 100% safe and guaranteed wholesome products are what consumer should expect from Godrej Tyson foods. They follow the industry best food safety standards, tracking, research & technology.

Curry cut pack

Main pack

Portion pack

Chicken Breast

Drumsticks

Leg piece

Lollypop

Whole chicken

Whole cut pieces

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3.5.3 Baramati Agro Ltd Baramati Agro is a 20 year young diversified agro-business company with head office based in Baramati, Maharashtra, India. Traditionally their main business focus is the poultry sector and now slowly they have diversified and grown in Animal feed, Chicken processing, Sugar, Distillery, Power and other agriculture related business.

The business was set up in 1988. They are now leading supplier of COBB Chicken, a worldwide renowned brand for taste and tenderness. The company has a huge range in chicken from whole, precut to boneless to Lollypop, Drumstick. Supply to institutional clients and brands like Spencers, Delight, Hyatt, to name a few. The company have also been successful in rolling out brands in sausages and salami range Poultry growing BAL have their own parent farm; hatchery, feed mill and Processing plant thus facilitating quality control of the poultry even before the product is born. The company ensures usage of top of the line raw materials. The finished product is tested for homogeneity & performance. Four to six weeks after arriving on the farms the chickens are ready to head to a processing facility, where the standards of quality continue. The parent stock of our birds comes from grandparent stock produced over many generations from suppliers such as Cobb Vantress. The modern chicken is much different from the birds of just a couple of decades ago. Breeders have been able to choose traits that fit our customers needs better. These traits are then passed on to later generations. On chicken farms, bio-security standards are very strict to prevent the possible spread of avian diseases. Special rules and precautions apply to visitors who might have been to other farms and who may carry disease from other flocks. At Baramati Agro Ltd., they work with farmers (independent contract growers) to raise the birds that go into their own products and that are sold as live birds. Approximately 500 farmers benefit from this working relationship. Growing chicken is a stable source of income for farmers that would otherwise have to depend only on the financial ups and downs and unpredictability of other crops. BAL birds are raised in large and small houses that are designed to keep the birds as comfortable as possible and the birds are not caged. They supply biologically controlled feed. The company take birds well being very seriously and it is giving strict instructions to ensure birds are handled in a humane manner.

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Chicken processing Being a completely integrated poultry group, we have strict control over sourcing of live birds to be processed and the technically trained staff plays a key role in maintaining a hygienic environment. They have ISO 22000:2005 (Food Safety Management System) & Ministry of Food Processing Industry A category license no. 477 certified plant assures quality conscious consumers Buy clean and safe product. The product is observing scientifically accepted Halal method of slaughtering, which ensures quality control of the finished product and also for certain customers who specifically demand for non Halal they do cater to their demand also.

The company use environmental friendly resources like solar energy, natural water reservoir etc to operate our undertaking. Disposals are taken care by ETP (Effluent Treatment Plant).

Product range of Baramati Agro Ltd.

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3.5.4 Price comparison amongst different brands There are now many brands in the field of processed chicken and frozen packed chicken. Each brand is having their own characteristics. The prices of each brand are different depending upon their cost of production and technology used. The following Table 3.12 gives the price comparison for the major brands in the frozen chicken segment. Table 3.12 Price comparison amongst different brands. Baramati Product Venkys Real Good Agro Pre cut chicken a. 1 Kg pack b. Half Kg pack Boneless Chicken Leg piece Chicken Drumsticks 155 85 135 186 (5 Nos.) 95 135 70 140 175 85 145 75 145 75(2 Nos.) 80

The table shows that prices of Venkys products are somewhat costlier than the remaining brands. This is mainly due to its higher quality and high standards of hygiene. Though situation is like this, many consumers prefer to buy Venkys products who give more importance to quality rather than price of the products.

3.6

Findings
service.

16 Of the 50 sample consumers, 58 per cent were male and about 62 per cent were in 17 Out of 50 respondents, majority i.e. 30 preferred Venkys followed by Real good (11) and Baramati Agro (9). 18 In the studied sample awareness for Venkys were good (88%) and about 50 per cent of them were using the brand for more than 2 years.

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19 About 46 per cent of the consumers were very satisfied with the Venkys followed by 30 per cent for satisfaction while 16 percent were unhappy with the brand. 20 Mouth publicity by relatives and Friends were found to be most influencing media of information for Venkys followed by Advertisements and malls display. 21 Quality was given the first preference followed by Hygiene and taste by the consumers while purchasing raw chicken. 22 Frequency of purchasing one Kg pre cut packs was on weekly basis while half kg pack, Leg piece packs were tend to be purchased over fortnight period. 23 Boneless pack and Chicken wings and other products were purchased once in a month. 24 Consumers of Venkys found that Quality, Taste and Packaging of Venkys were excellent while Cost was medium as compared to the other brands and availability was ranked as frequently available. 25 About 40 per cent of the consumers were found to be loyal as they were ready to postpone their purchase in case of unavailability while 33 per cent were brand switchers. 26 Of the 30 customers of Venkys 14 would definitely recommend the brand to their relatives while 6 were doubtful. 27 Chi square analysis revealed that 28 Income level has no significance over quality preferred while purchasing raw chicken. The satisfaction level affects the consumers loyalty towards brands. The unavailability of Venkys followed by higher price is the main reason for preferring other brands by the consumers. 29 Real Good and Baramati Agro are the major competitors for Venkys in frozen chicken segment. 30 Price of Venkys frozen chicken products were found to be somewhat higher than other brands.

3.7
9

Conclusions
Venkys products were mostly preferred by consumers engaged in service and demanding quality produce. The major reason is the shortage of time and increasing trend of consuming hygienically processed foods by the people.

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10 Consumers satisfaction level for Venkys was good because of its quality and taste. 11 One Kg pre cut chicken were frequently purchased by the consumers followed by boneless pack and leg piece pack. Other products are consumed once in a month as they are used in special dishes only. 12 Loyalty amongst consumers for Venkys was found to be good but dissatisfied consumers switch the brands due to unavailability of the products. 13 While purchasing the product especially in frozen chicken the consumers gives more preference to quality, hygiene than other attributes. 14 Venkys products were appraised for their quality, taste and packaging. Some of the customers also point out the unavailability of the products which is a matter of concern from organizations point of view. 15 Real good is the major competitor as they have entered in processed chicken segment also. Baramati agro and other brands are also having a good share in the processed chicken segment. 16 Prices of Venkys were slightly higher than the other brands due to its high standards of quality and brand name.

3.8
5.

Suggestions
Venkys should target working class consumers as they are the major customers for frozen packed chicken segment.

6.

There should be synergy between price and quality supplied as other brands have low prices. The company can introduce new packages which can satisfy the needs of small family. The price can be kept in accordance to package sizes. Venkys should concentrate more on quality, taste and hygiene as these attributes were influential in purchase decision. The compromise with quality and hygiene may hamper the companys market share. Venkys should focus on making their products available on time. The frequent unavailability may result into loss of valuable customers thus proper distribution of products mainly pre cut chicken packs should be done.

7.

8.

**********************

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REFERANCES

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REFERENCE
Kotler P. and Kevin L. 2009. Marketing Management . Book published by Prentice Hall of India Private Limited, M 97, Conaught circus, New Delhi 110001. ISBN 978-81203-3570-7. Chapter 10. Pages 279 to 287

Other Websites explored for scanning the literature

www.faostat.com www.venkys.com Wikipedia

www.flickr.com

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APPENDIX

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APPENDIX I CONSUMERS BEHAVIOUR TOWARDS VENKYS FROZEN RAW CHICKEN Questionnaire for sample respondents in Pune city

Personal profile A. Name : B Age : C Address: D. Contact Number: E. Gender : Male F. Education: Upto HSC Graduation Post Graduation Professional G. Occupation: Business Housewife H. Family Annual Income: None One to two lakhs Four lakhs and above Q.1. Do you purchase frozen raw chicken? Yes No Less than One Lakh Two to four Lakh Service Student Female

Q.2. Why you purchase frozen raw chicken? Time saving Affordability Hygiene Taste

Q 3. Rank the following attributes according to your preference while purchasing frozen raw chicken Attribute Very Important Important Normal Least Important

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Quality Taste Brand Name Hygiene Cost Availability Q4. Do you purchase Venkys frozen raw chicken? Yes No If answer of Q4 is Yes, then give the following answers A. From when you are purchasing Venkys frozen raw chicken? _____ Months / Years B. What is the level of satisfaction? Very satisfied Somewhat Satisfied C. How you come to know about Venkys? Malls Friends & relative recommendation . T.V Magazine Advertisement somewhat dissatisfied Cant say

D. Frequency of purchasing products of Venkys raw frozen chicken? Product name One kg pre cut chicken Half kg pre cut chicken Boneless chicken Leg piece chicken Chicken wings Once in a week Once in fortnight Once in a month

E. Do you suggest Venkys product to your friends & relatives? Definitely Yes Probably yes May or may not be

F. If other brand of same product of same quality & price is available in market, would you purchase that brand of fast food instead of Venkeys product? Yes No

G. In case of unavailability what will be your decision?

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Postpone purchase brand

Search in another shop

Change the

H. How will you rate Venkys products for following attributes? Attribute Quality Taste Packaging How you will rate the cost of Venkys products? Expensive J. Medium Affordable How you find the availability of Venkys? Always available Frequently unavailable A. Are you aware of Venkys? Yes No B. Why dont you purchase Venkys product? Quality factor C. Which brand do you purchase? Not easily available High price frequently available Not available Excellent Good Average Poor

I.

Q.5. If answer of Q.4 is No, then give the following answers